Social Media & Word of Mouth Marketing for Startups (Muhammad Saleem, Startonomics SF 2008)
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Social Media & Word of Mouth Marketing for Startups (Muhammad Saleem, Startonomics SF 2008)

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Presentation by Muhammad Saleem, http://ACSseo.com, on social media optimization, distribution strategies for startups.

Presentation by Muhammad Saleem, http://ACSseo.com, on social media optimization, distribution strategies for startups.

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    Social Media & Word of Mouth Marketing for Startups (Muhammad Saleem, Startonomics SF 2008) Social Media & Word of Mouth Marketing for Startups (Muhammad Saleem, Startonomics SF 2008) Presentation Transcript

    • Social Media & Word-of-Mouth Marketing for Startups Digg, Delicious, Twitter. Word of mouth has never been sexier. Learn how to use social media & social bookmarking to spread the word to your mother.
    • Where to find this presentation
      • The presentation will be available online at:
        • slideshare.net
        • muhammadsaleem.com
      • All the research, charts, figures, articles referenced, additional notes, and links to related resources will be available online.
      • Any direct questions should be sent to:
        • [email_address]
    • 9 Industry Rules of Social Media Optimization
      • 1. Understand your audience.
      • 2. Be original.
      • 3. Be link-worthy.
      • 4. Make tagging, bookmarking, and sharing easy.
      • 5. Help your content travel through RSS, email subscriptions and newsletters, embeds, mashups, e-books.
    • 9 Industry Rules of Social Media Optimization
      • 6. Reward and thank helpful and valuable users, linkers, and traffic sources.
      • 7. Be real and genuine.
      • 8. Participate.
      • 9. Make SMO part of your process and best practices, develop a strategy and use the tactics wisely.
    • Some Notes:
      • Almost all social media campaigns are too generic and unfocused (don’t have a clear goal or don’t pay attention to specific communities and demographics).
      • Most social media campaigns don’t last long enough to be valuable and expect too much in too little time.
    • Core Services to Monitor and Use
      • Blogging/Microblogging.
      • Social News Sites.
      • Social Networks.
      • Online Media and Content Delivery.
    • Advantages to Social Media
      • Low Cost, Low Barrier to Entry.
      • High Impact, High Return.
      • Compatible and Complementary to Other Campaigns.
    • Why Blog?
      • Content and Community.
      • Conversations and Feedback.
      • Engagement and Evangelism.
      • Relationships and Loyalty.
    • Why Microblog?
      • Accessibility.
      • Personalization.
      • Intimacy.
      • Immediacy.
      • Includes: Airlines, Retailers, Manufacturers, Services, Entertainment, Media, and more.
    • Social Media and Search
      • The beautiful thing about social media optimization and marketing is that can sit right on top of your search engine optimization and marketing.
    • Increasing Search Rankings and Visibility
    • Increasing Search Rankings and Visibility
    • Increasing Search Rankings and Visibility
    • 6 Examples
      • 6 examples of well-executed strategy from different verticals.
      • Note that the content is relevant to the blog, the root site, and is developed keeping the social media formula (as well as category and title keyword popularity) in mind.
    • ProTraveller (OTBeach)
    • Flixter Blog (Flixter)
    • Mint Blog (Mint)
    • Sloshspot Blog (Sloshspot)
    • Palaestra Training Blog (Palaestra)
    • Experience Blog (Experience Project)
    • How to Execute?
      • Think Long-term.
    • Short-term Strategy
    • Long-term Strategy
    • How to Execute?
      • Think long-term.
      • Consider audience preferences, demographics, and verticals.
    • Audience Preferences
    • Audience Preferences
    • Audience Preferences
    • Audience Preferences
    • Audience Preferences
    • How to Execute?
      • Think long-term.
      • Consider audience preferences, demographics, and verticals.
      • Know when to execute.
    • Conversion rate
    • How to Execute?
      • Think long-term.
      • Consider audience preferences, demographics, and verticals.
      • Know when to execute.
      • Learn how to target.
    • Execution: Two Main Components
      • Content
        • Copywriting.
        • Design.
      • Community
        • Participation.
        • Presence.
        • Connections and Conversations.
    • Copywriting for Social Media
      • Write for ‘diagonal readers’.
    • The “10 Second Rule”
      • The average reader reads about 240 words per minute , where as a diagonal reader ‘reads’ (actually scans) closer to 15 words per second or about 900 words per minute . Optimize for diagonal readers:
        • 1. The title or headline of your post.
        • 2. The subtitles or subheadings within the post.
        • 3. Any bold , underlined , “quoted”, or otherwise highlighted text.
        • 4. Pictures, graphs, charts, images, videos, flash/interactive, rich media of any nature.
        • 5. A summary of the article.
    • Copywriting for Social Media
      • Write for ‘diagonal readers’.
      • Optimize for all readers.
    • Writing for regular readers, search engines, and social media
      • 1. Use All-in-one SEO to generate optimized titles and meta tags (description and keywords).
      • 2. Prepopulate social media buttons for optimal submission.
      • 3. Write on-page content for direct visitors and subscribers.
    • Copywriting for Social Media
      • Write for ‘diagonal readers’.
      • Optimize for all readers.
      • Use high-impact layouts above the scroll.
    • Example: Don’t
    • Example: Do
    • Copywriting for Social Media
      • Write for ‘diagonal readers’.
      • Optimize for all readers.
      • Use high-impact layouts above the scroll.
      • Write succinctly and with hooks.
    • The Social Media Title
    • Formula: The Social Media Title
      • The viral content formula:
        • [Number] [Adjective/Superlative] [Key Phrase] [Media Type]
      • Examples (shown before):
        • 10 Movies that teach you how to commit crimes.
        • 10 iPhone finance apps that count.
        • 16 Drinks named for authors and their books.
        • 25 Reasons it’s great to be an IT guy (or girl).
        • Morgan Freeman’s 5 most memorable movie moments.
    • Example: The Social Media Title
    • Execution: Two Main Components
      • Content
        • Copywriting.
        • Design.
      • Community
        • Participation.
        • Presence.
        • Connections and Conversations.
    • Layout and Design for Social Media
      • Your Site URL Structure and Hosting Service, Things to Avoid:
        • 1. Hyphens or numbers in your domain name.
        • 2. Keyword-stuffed domain name.
        • 3. Any non-dot-com domain name.
        • 4. Not self-hosted.
    • Layout and Design for Social Media
      • The General Site Design
        • Take Down the Registration-Wall or Pay-Wall
        • Are You Overselling Advertisements (or Using All The Wrong Ads)?
        • Stop the Widgetization of your Blog
        • Show Some Interest in Your Community
        • Recognition
        • Access (to popular content, etc.)
    • Two Main Components
      • Content
        • Copywriting.
        • Design.
      • Community
        • Participation.
        • Sharing.
    • The Social Media Community – Participation
      • Start by learning about the site and its audience.
      • Know why you want to use the site (not just for self-promotion).
      • Don’t be a troll, consider what the other community members want.
      • Participate in moderation.
      • Use your fans don’t abuse your fans.
      • Give back to the community.
    • Two Main Components
      • Content
        • Copywriting.
        • Design.
      • Community
        • Participation.
        • Sharing.
    • The Social Media Community – Sharing
      • Instant Messenger
      • Email
      • Using the ‘share’ feature (share, shouts, site-mail, direct-messaging)
      • Micro-blogging/Lifestreaming
      • Google groups, Skype groups, etc.
    • The Social Media Community – Sharing
      • If you’re going to share, be open to have others share with you.
      • Share with those that share.
      • Share once.
      • Don’t share randomly.
      • Get personal, share eloquently.
      • Don’t just share, offer to help.
    • Why Super Users are Important
    • 5 Essential Rules of Social Media Optimization
      • Embrace technology, transparency, and community, rather than fight them.
      • Know what you’re doing, your audience demographic, and ultimate goals.
      • Focus your energy on specific niches and sites rather than hedging your bets.
      • Create value rather than expecting value.
      • Encourage and reward interaction and engagement.